All Eyes on the S4

Swisscom and Samsung

By:Dr. Swati Gogawat

1372/MBA3

Client SWISSCOM

Product SWISSCOM / SAMSUNG GALAXY S4

Entrant HEIMAT Berlin, GERMANY

Type of Entry Best Use of Promo & Activation

Category EVENT & FIELD MARKETING

Title ALL EYES ON S4

Product/Service SWISSCOM / SAMSUNG GALAXY S4

ALL EYES ON S4

Swiss com: Swisscom is Switzerland’s leading telecom provider with its

headquarters in Ittigen, close to the capital city, Berne. With over 20,000 employees it generated turnover of

CHF 11.43 billion in 2013. Swisscom is one of the most sustainable companies in

Switzerland and Europe.

Introduction of the brand

Samsung Samsung’s Leadership, A World-Class Company From our beginnings as a small trading company, Samsung has evolved to a world-class corporation Businesses that span advance technology, semiconductors,

skyscraper and plant construction, petrochemical, fashion, medicine, finance, hotels and more.

Samsung's Galaxy family of devices make modern life truly mobile and brilliant. Read on to discover the many innovative features that put the Galaxy family in a league of its own.

ALL EYES ON S4

Swisscom is Switzerland's leading telecoms provider, with 6.3 million mobile customers and around 1.7 million broadband connections (retail). In 2013, Swisscom and Samsung joined forces to launch the Samsung Galaxy S4 smartphone in Switzerland.

New trend

Innovative and different

Strong partnership

Spend Time and interact with brand

•To create buzz •Leveraging various forms of media

•Zurich main station to target mass•To leave an impression on minds of customers•Beat the competition and communicate new features

•Between powerful brands Swisscom and Samsung•First Smartphone that knows when you are looking at it.

•Promise to deliver more value

Situational Analysis

The campaign

Banners

Microsite

visit microsite Coverage

EVENTS

VIRAL BANNERSCOVERAGE

MICROSITE

Swiss mobile brand Swisscom took the classic playground game of outstaring your friends and turning it into a promotion for the Samsung Galaxy S4.

The campaign, created by Perfect Fools for Swisscom’s agency Heimat, used a City Light Poster (CLP) showcasing the smartphone’s eye-tracking interface.

Objectives

The Samsung S4 was placed inside a special CLP billboard and people were invited to stare at the phone for 60 minutes to win it.

60 minutes players were challenged by a number of distractions around the CLP: from police dogs and renegade motorcyclists to arguing couples and hot dog sellers on fire

A series of professional actors doing their utmost to create a scene and steal the attention away from the new S4.

Strategy

Attention Engage Distraction

Strategy

The whole event was streamed live to a special microsite and a series of live banners on all the major Swiss websites. 

From the microsite users could interact with players in the game by sending Tweets and Instagrams to the screen of the S4 - to show their support or to make things even more difficult.

A video of the event went viral in it's first day on Youtube bringing millions more eyes on the S4 from around the world.

Execution

Microsite Live banners

Twitter• You tube• Instagra

m

Execution

4,1 million views, 19,582 likes and 136,180 shares on Youtube

151 000 interactions on the microsite 1,5 million views of the event live stream over 12 Million AdImpressions in Switzerland 1 in every 3 Swiss people reached. Featured on the Reddit Front page. ranked #5 on the Global Viral Video Chart 2013 (cw 23) Featured on The Huffington Post, Gizmodo, CNN Money,

Forbes, Fortune, Business Insider, PSFK, AOL TV News, Adage, RTL TV, FWA, Creativity, Pocket Lint, Mobile review, amongst others.

Results

Creating a buzz is important for a product success

Communicate new features, by engaging customer with the brand

Innovative and exciting execution of ideas helps create a brand recollect

Leveraging all media platforms is essential to make the campaign viral

Learning and Conclusion